Doughnuts drive pop-up business

Jun. 25, 2013

Josh Hubbard, right, runs Clayborn's Bakery, a family operation in Lebanon, and his cousin, Joe Clemons, left, picks doughnuts up there Monday-Friday mornings to sell at his pop-up doughnut shop at the Fifth and Main building in East Nashville. / Jennifer Justus / The Tennessean

Written by

Jennifer Justus

The Tennessean

You can catch this pop-up doughnut shop at the Fifth and Main building in East Nashville from 7 to 10 a.m. Monday-Friday.

But get them while you can. The shop could spring up in another spot soon.

“The plan is to do pop-ups as market research,” said 30-year-old Joe Clemons. “Before I signed a lease, I thought this might be a way to gauge interest for this spot.”

And those who seek out the shop won’t be disappointed in these old-school doughnuts, either chocolate-dipped or glazed.

Clemons drives the doughnuts into town every morning from Clayborn’s Bakery, a family operation in Lebanon — now run by Clemons’ 22-year-old cousin, Josh Hubbard — with a history that goes back about 64 years.

“Lebanon used to basically just be a town that had a highway that ran through it,” Clemons said.

Originally called Driver’s, the bakery catered to the traffic through town and was one of few businesses. The doughnuts are still made without machines or conveyor belts, and are hand-dipped in chocolate.

“The recipes are old and (the) technique’s old, which is funny, because we’re young guys,” Clemons said.

How did you decide on doughnuts?

“I grew up eating these doughnuts. I always judge other doughnuts by these doughnuts.

“Since I knew I could source them very easily, it was sort of a no-brainer. I knew I had a good product, I just had to brand it and put it out there. And there’s not a doughnut shop on this side of town. Shipley’s is good, but it’s way down there.”

Clemons also works as music supervisor for Native magazine, but he said his meetings rarely begin before 10 a.m., when the shop closes.

How is business?

“Up until today, we’ve sold out or had just one box left every day,” he said.

At just about two weeks into the business, Clemons says he does have folks dropping by for a doughnut or two, but mostly for boxes to take into the office.

What is it about doughnuts that people love so much?

“I think a lot of it has to do with it having a very old-fashioned connotation to it. A lot of chain places don’t taste old-fashioned,” he said. “When people bite into these, they remember.”

How did you get into the food business?

“I managed a Chick-fil-A for a few years, and I’m a musician, so I’ve had a lot of food jobs.

“I’m at a place now where the magazine’s doing well and I thought it would be a good time to add something in.

“I’m doing it for extra money, but I’m really doing it because I like the doughnuts.”

What’s a memorable meal you’ve had recently?

“This year, it was greens and polenta at Rolf and Daughters, off their sides menu. It was cold and rainy, and that’s why I went there, because I wanted something that would warm me up. It was literally perfect.”